Heartland Media, LLC is an American media company that owns television stations in smaller markets in the United States. The company is based in Atlanta, Georgia. It operates the television broadcasting companies, USA Television Holdings, LLC and USA Television MidAmerica Holdings, LLC (together USA TV) as a joint venture alongside MSouth Equity Partners. The company is run by Bob Prather, a former CEO of Gray Television, whose philosophy of station acquisitions, acquired during his time at Gray, is centered on "acquiring No. 1-rated stations, Big Four affiliates with strong local news operations targeting university towns and state capitols that are deeply ingrained in the fabric of their communities".